Skip to main content


Global Theme 2020


Each part counts for its own purpose. But all elements must work together. The meaning behind it is the IA element.

The World IA Day was created to celebrate Information Architecture (IA) and to empower local leaders keep growing and sharing within their communities.

In 2020, more than anything, we want to reinforce this celebration – highlighting how IA is Elemental (or integral) to having the best results.

How IA ties and binds different ideas involved, the end users, the stakeholders, the designers and the developers. How IA is often the bridge element between them all and tying together through understanding. How IA filters the noise for a better collaboration for a growing community.

IA is essential, IA is key, IA is Elemental.

The IA Element.
The IA element is the one that ties past, present and future.
Excellence in Design. Excellence in Thinking. Excellence in Usability.

Event date
Fri, 21 February 2020

Venue, parking and transit

As in the previous year, the event will take place at the Zürcher Hochschule der Künste.

Zurich University of the Arts
Pfingstweidstrasse 96
8005 Zürich


Friday, February 21 2020

13:00 - 13:30

Registration @ Kirchgasse 14, Zurich

The architecture walk starts at Karl der Grosse, Kirchgasse 14 in Zürich, opposite Grossmünster. Please use the wooden door and not the entrance through the (busy) restaurant. You can register and drink coffee at the Barockzimmer (top floor) between 13.00 and 13.30. We will be using public transport on the way - please bring your own ticket to simplify things: a 24 hours ticket for Zone 110 (CHF 8.80 full price, CHF 6.20 half price, or a City Ticket with your SBB train ticket). The ticket will also pay for your trip to the start and back from the end.

13:30 - 17:30

Architecture Walk – «Sensing Bodies, Sacred Spaces»


Dan Klyn takes us on a walk to explore how understanding is a function of the situatedness of human bodies, material, and equipment in space. Read more

Dan Klyn,
Information Architect at The Understanding Group

17:30 - 17:30

Architecture Walk – ends at Toni Areal


18:00 - 21:00



Saturday, February 22 2020

10:30 - 11:00



11:00 - 11:25

Start and Welcome to WIAD 2020


11:25 - 11:50

Hertje Brodersen (DE) – It’s Not Simple, Stupid! Dealing with Complex Systems and Wicked Problems


Our toolbox is full of shiny new things. We know our interaction patterns by heart, map journeys in our sleep, build design systems… Read more

Hertje Brodersen,
Design Strategist / UX Consultant at

11:50 - 12:15

Lara Portmann – The impact of IA: language, structure, and privilege in our work


As information architects, we deal in categorising information and using language to give meaning to the categories we create. Read more

Lara Portmann,
Content designer at Nothing AG

12:15 - 12:30

Tim Schoch – Validate your Navigation efficiently


Validating your navigation architecture is getting easier with the new generation of Session Recorders. They provide most insights that an… Read more

Tim Schoch,
Freelance UX Designer at

12:30 - 13:45

Break – Lunch


13:50 - 14:15

Patrick Labud – The hunt for the IA element


Let’s go and hunt down the IA element. Also quite common the IA element is good in hiding in our daily lives, blending… Read more

Patrick Labud,
Senior UX Consultant at BBV

14:15 - 14:40

Gilles Demarty – That tool that shaped the Interaction architect in me


Gilles believes in the need to make tools that integrate more intimately with the work of the designer. For the last… Read more

Gilles Demarty,
User Experience Architect

14:40 - 14:55

Samantha Freedman – 10 Tips for mastering Global Navigation (in digital product design)


It’s impossible to have a successful digital product if users can’t find any of your features! Let’s cover mental models, usability, and how… Read more

Samantha Freedman,
UX Designer @ Google YouTube

14:55 - 15:10

Nathalie & Martin – IA from outer space


Nathalie and Martin came into contact with the IA element in the MAS HCID at the HSR and would like to show you… Read more

Nathalie Kellenberger,
Senior Software Engineer/Consultant

Nathalie and Martin came into contact with the IA element in the MAS HCID at the HSR and would like to show you… Read more

Martin Spichiger,
Requirements Engineer & UX Designer

15:10 - 15:40

Break – Coffee


15:40 - 15:55

Christoph Dubs – The user thinks, but who controls? Information is a matter of interpretation


The information is created in the head of the user. What he understands is not always what we want. And what… Read more

Christoph Dubs,
Strategist, UX Designer

16:00 - 16:45

Dan Klyn – Warm Understanding (Keynote)


Richard Saul Wurman invented the field of information architecture, and has worked for more than 60 years at the intersection of structure and complexity... Read more

Dan Klyn,
Information Architect at The Understanding Group

17:00 - 18:00

Füürabebier & Goodbye